Leadership plays a crucial role in effectively managing processes, and demonstrate a commitment and openness to continuous improvement, in addition to establishing clear expectations.

Exploring new markets requires a painstaking research, and before plunging head-first into an internationalization process, it is necessary to consider aspects such as political stability, infrastructure, business regulations and culture.

Understanding the sense of community, traditions, heritage and values that characterize the country will provide relevant information to build the marketing and advertising plan with the goal of positioning the brand.